don’t confuse marketing with biz dev

or your revenue growth could get stuck.

by sarah johnson dobek

marketing and business development. when these two functions work in tandem, accounting firm growth can soar. however, too often, misaligned – or unclear – goals and expectations lead these two revenue generators to work independently and become counterproductive.

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many professionals get tripped up trying to do both at the same time, so understanding the goal of each is key to a successful growth strategy for accounting firms:

marketing: as a one-to-many activity, marketing amplifies your message to build brand awareness and help generate new leads. this includes, but is not limited to, creating thought leadership that feeds the website, social media, and email communications; advertising; event management; identifying potential buyer groups and understanding their personas; and researching new areas for service line and industry growth. these strategies and tactics bring potential new clients and existing clients into your firm’s orbit, allowing you to develop and nurture those relationships into sales.

posted on april 18, 2022

sarah johnson dobek

about the author

sarah johnson dobek is president and founder of inovautus consulting, a national consulting firm that develops strategies, programs, and training designed to help accounting firms grow faster and in the right direction.

she is a contributing author to bridging the gap: strengthening the connection between current and emerging leaders in the cpa profession

sarah and her team work with firms to assess their growth goals and execute practical marketing and business development plans. with her unique background in operations, human resources, practice management, and marketing, sarah delivers insightful, practical advice that guides organizations down the right path toward achieving the growth they desire. sarah's ability to understand where an organization is starting from, coupled with her disciplined approach to best practices, drives results for firms and helps them to evolve.

prior to forming inovautus, sarah was the director of marketing for a chicago-based accounting firm and the director of consulting services at pdi global, where she learned the nuts and bolts of public accounting firms and the importance of aligning marketing, people, and practice management strategies to achieve growth.

sarah is a sought-after speaker for conferences, board meetings, and professional service associations and societies. she is a thought leader appearing throughout the profession through articles, podcasts, and videos in accounting today, cpa society publications, the aicpa journal, cpa practice advisor, and more.

having been named a "top 100 most influential person" by accounting today in 2013, 2014, 2016, 2017, and 2018, and a three-time "top 20 under 40 vendor" by cpa practice advisor, sarah is without a doubt glued into the profession. living and breathing her passion, she's also a member and former board member of the association for accounting marketing (aam) and the past president and member of the cpa consultants alliance.

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